Meet The Man Who Solved YouTube (With Data)—Richard from 1of10

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**Jay Clouse** (0:04)
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**Richard** (1:00)
That got 2 million views when he would average 35,000 views. Angelia Moore, who did I Made a Clear Sandwich, we saw that doing well and we pitched it to Mike and that became his most viewed video of all time with 25 million views and that led to a 6 million views video. And then he did one more recently that led to another 9 million views. So that's an extra 15 million views.

**Jay Clouse** (1:21)
That's Richard the YouTube strategist. He's the co-founder of a software tool called 1of10 and his team has quietly been behind the scenes of some of the biggest channels on the planet, helping them rack up over 2 billion views. And it's not luck. Richard and his team obsess over the data.

**Richard** (1:40)
We went through over 300,000 outliers to see like what makes a video go viral.

**Jay Clouse** (1:45)
And in this video, he shares it all, step by step.

**Richard** (1:49)
Basically, there are four phases of ideation. Audiences, research, remakes, validation.

**Jay Clouse** (1:55)
You'll even learn how you can get more views out of some of your old videos.

**Richard** (1:58)
Calloway, that video that was stuck in like 10, 20,000 views became a 150,000 views video. So it's never too late.

**Jay Clouse** (2:06)
So strap in, grab a notebook, it's time to learn.

**Richard** (2:10)
Basically, me and my team, we try to break down everything. Why does a video go viral? And in the end, like 80, 85% of the reason why a video glows up basically is because of the idea, title, and thumbnail, right? Basically, there are four phases of ideation, which we call ARRV, which is an audience, research, remakes, and validation. So first things first is audience. Audience, basically, as a creator, your goal is to understand exactly who is watching you, right? Like what are their goals? What are their pain points? Basically, why they're watching you. And like that, you'll be able to maximize your views for your audience without going too broad. I'll give an example. Let's say film booth, popular YouTube educator, had hundreds of thousands of subscribers and millions of views.
But the problem was, he was going too broad. He was reaching video editors and beginners when as an educator, his offer was more tailored to business people and people more advanced in the YouTube space. So what did he do? He just completely stopped uploading on that big channel and went on a much smaller one at the time, which had 10,000 subscribers, but only focused on the avatar of his audience, which were business people or professionals, people in the education space. And that led to him going from $100,000 per month to $400,000 per month. And so that shows really the importance of who's your audience.

**Jay Clouse** (3:45)
This comes up in our community from time to time. People realize that, hey, there's actually a segment of my audience that I want to serve more or focus on, but they're only a segment of my current channel. The hope is that they can kind of pivot that channel towards that audience over time, because they're afraid of doing this thing Ed did, of losing hundreds of thousands of subscribers that they've worked to build. So when does it make sense in your mind for somebody to rip the band-aid and start a second or a new channel?

**Richard** (4:17)
That's a really tough question because it depends, but in the end, if you've been uploading for a while, if you've been optimizing for weeks and months, trying to get that market share of audience that you want, then yeah, maybe it's worth to just create a new channel. Because I've seen a lot of channels where, well, some, they've done paid ads, which is really bad. Some, they will have gotten one video that went mega viral, but brought in the wrong audience. And then they've tried for months and even years to try to get out of it and they didn't succeed. When they could have started a new channel. And so I would say to rip the band-aid sooner than later, from my experience, from what I've seen out there.